Nectar Launches AI Agent to Automate Creator Discovery and Outreach

Nectar has launched Creator Agent, a new AI agent designed to automate major parts of influencer marketing, from discovering creators to managing outreach, partnerships and campaign measurement. Announced Thursday, the agent aims to reduce the manual work handled by marketing teams, including scrolling social media, building spreadsheets and sending individual outreach messages. Founded by former Meta employees Misbah and Farah Uraizee, Nectar came out of stealth last year and positions itself as an AI-powered operating system for marketing, covering social media, customer conversations, content moderation, creator partnerships and competitor research. Creator Agent can search more than 300 million creator profiles, including emerging creators with growing audiences, and evaluate their content, past brand partnerships and overall fit. It reviews videos and content in context to assess tone, relevance and brand safety, rather than relying only on keyword matching. The system generates ranked recommendations and updates matches as creators gain traction. Once suitable creators are identified, the agent can draft and send messages in a brand’s voice, create custom landing pages, help manage contracts, product gifting and shipping, and maintain relationship history to reduce spreadsheet-based tracking. It can also detect personal milestones such as engagements, new babies or completed marathons and suggest personalized messages or gifts. The agent is available globally today and covers Instagram and TikTok creators. Nectar plans to make it accessible through its Model Context Protocol, allowing teams to connect it to AI assistants such as Claude, ChatGPT, Gemini and Copilot, as well as custom-built agents. The launch comes as brands increasingly scale creator partnerships and face growing complexity in relationship management and performance tracking. U.S. spending on creator advertising is projected to reach $44 billion by 2026, according to the Interactive Advertising Bureau. Nectar competes with platforms such as Aspire and GRIN in the growing agentic influencer marketing market. In May, the company raised a $30 million Series A led by Menlo Ventures and its Anthology Fund, a joint initiative with Anthropic.